Goldbelly Birthday Launch

CNC brought the global launch of ARIH to life. Inspired by BTS, the brand is debuting exclusively at Walmart stores nationwide. With no prior retail presence or mass release, Using the BTS tour as the launchpad to bring awareness and spark cultural momentum, ARIH was introduced as a modern food and beverage innovation.

CNC created a space for guests to reset, reconnect and find their rhythm. Inspired by the cadence of Arirang, the exreimagined for real life, the event bypassed the traditional “grab and go” style and instead built a fully immersive world anchored in ARIH’s three pillars Harmony, Health, Happiness, each brought to life through a different product, a different moment, and a different reason to stay.

CNC introduced ARIH, a BTS-inspired food and beverage wellness brand, through an immersive, three-day experiential pop-up at Westfield Century City.

Through curated tastings, ARIH-branded installations and interactive discovery moments…the installations encouraged real-time engagement and expression resulting in a high-energy, fan-driven environment that turned a product drop into a cultual moment built on discovery, connection and shared participation.

Creative Director: Drea Velaz
Art Director: Chiaki Samonte
Designer: Jessica Makarevic